Shopper Marketing
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Transcript of Shopper Marketing
credibility
1. 10.
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6. ?
AGENDA
Success:
Failure:
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AGENDA
Success:
Failure:
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dialogue questions opinions discourse
lecture one way nothing new not provocative snoozzzzze
QUIZ
1. What is your organiza+on’s defini+on of shopper marke+ng? (what would your CEO say?)
2. What is your organiza+on’s expecta+on of the output from shopper marke+ng? (what is success and who defines it?)
3. How does your organiza+on go to market with shopper marke+ng? (how are you organized?)
4. How does your organiza+on internally manage shopper marke+ng? (what resources do you own and what do you ‘borrow’?)
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Organiza+onal Issues?
a) Inadequate resources: ‐ Insufficient funding, +me constrained, outspent by
compe++on, budget not balanced among marke+ng elements, staffing
‐ Lack of management/internal support
b) Inadequate plan: ‐ Wrong audience, shallow insights, confusing
crea+ve/offer/program, wrong media/reach, low ‘value’, program “lost in the cluber”
c) Inadequate process/execu+on: ‐ No proven internal standard, lack of experience on
team, mul+ple agencies involved creates havoc
Real Issues:
Budgetary
Alignment
Analysis
Process
Ideation
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who’s job is it to improve the shopping
experience?
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“Over the next decade, shopping will become much more personalized – and
promo+onal”
Over the next decade, marke&ng will become much more personalized – and promo+onal
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BIG PICTURE
My Thesis: ‘shopper marke+ng’ is a key symptom of the changes going on in marke+ng overall:
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FROM: . communications ->
attitudinal -> consideration ->
top down -> control ->
TO: engagement behavioral preference bottom up collaboration
Marke+ng Shins
Mass Mass/Personalized Personalized Message similarities differences preferences
Media broadcast mix on demand
consumer
shopper
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shopp
before the store in the store post-purchase
Path to purchase Points of influence and impact
Proven marke+ng tac+cs
shopp
before the store in the store post-purchase
Path to purchase Points of influence and impact
Proven marke+ng tac+cs
96% researched online
80% bought at retail
Mul+‐Dimensional Planning Brand Focus In-Home • Home life & product
use ethnographies • 1-on-1 interviews • Video diaries
Retail Partner • Shopping behavior
ethnographies • Shopalongs • In-store intercepts
Competitive Retail Shopping Context
• Shopalongs for attitude and behavior differences by channel
Business Opportunities
Unmet Needs
Shopper Workshops • Idea generation • Concept development • Idea validation 13
BJ’s Baby Care Brand Focus In-Home • Baby magazine, baby
care shopping list • “Life with Baby”
photo album
Retail Partner • Video shopalongs
at BJ’s for baby care • In-store intercepts
Competitive Retail Shopping Context
• Differences between shopping baby at BJ’s, grocery, mass & specialty
Business Opportunities
Create baby care section that
brings together all mom’s baby care needs in
one place Shopper Workshops • Development of “You Carry
the Baby, We’ll Carry the Rest”
Unmet Needs No awareness of baby care SKU’s led to perception BJ’s is not baby-
centric and mom’s multiple shopping trips
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BJ’s Baby Care In‐Store
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BJ’s Baby Care
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BJ’s Baby Care
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BJ’s Baby Care
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BJ’s Baby Care
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Today’s Shopper Marke+ng
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P&G Skincare: Loblaws
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Current Situa+on
Marketers are evolving…. ‐ from marke+ng ‘around’ retail
‐ to marke+ng ‘to’ retailers ‐ to marke+ng ‘for’ retailers
‐ to marke+ng ‘with’ retailers ‐ to marke+ng to shoppers
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Defini+on of Shopper Marke+ng
‘Shopper Marke+ng is: understanding how one’s target consumers
behave as shoppers
in different channels and formats
and leveraging this intelligence
to the benefit of all stakeholders ‐‐ brands, target consumers, retailers and mutual
shoppers.’
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Defini+ons • Compe++ve advantage via serving our customers
• Account‐specific programming
• Engage shoppers using retail as media
• The store is a place to win consumers • Engage/transact/convert
• Create demand at retail
• Brand marke+ng in the retail environment
• Brand equity at the point of purchase
• Smarter sales organiza+on • Process for collabora+on
• ‘ren+ng’ market share
• New part of the marke+ng mix
• Our way to get in the shopping basket
• Part of our customer in+macy strategy
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Shopping trip: 30 minutes 5-10 categories 10-20 items
cooking oil shampoo
cold & flu pets
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Shopping trip: 30 minutes oven is pre-heating kids need baths car is low on gas can’t find cell phone want to watch Entourage etc.
cooking oil shampoo
cold & flu pets
in-laws are coming over husband has dandruff
daughter has the sniffles cat came back home
…falling short of shopper expecta+ons
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Expecta+ons Are High
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STORE in
out
SHOPPING MODE in out
transaction
conversion
trip
destination
discovery
reputation
enticement
activation
Where are your brand’s points of influence… points of impact?
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SUBSTITUTABILITY STO
RE D
EPEND
ENT
Manufacturer Best Prac+ces
• All market research augmented to tab key retailer shoppers • ‘Shopper marke9ng’ programs funded by marke9ng budgets
(5‐20% of total marke9ng budgets) • Off the shelf in‐store marke9ng tools used sparingly • Con9nued emphasis on equity • Shopper marke9ng not a separate department • More IMC, bigger ini9a9ves • BeKer equipped, closer to the retailer • Can clearly answer, “why us as a partner?” ‐ with a compelling case
A FEW
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Eduardo Castro-Wright Walmart Stores
??? How do you fit in
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“My observa9ons are that we are more and more about strategic partnerships with vendors. As Best Buy focuses on mee9ng customer needs, we need the right products in store at the right 9me. You'll see for example that Best Buy now carries Apple and Dell because that is part of the product choice our customers want. Vendors support us with products (some9mes exclusive to Best Buy), marke9ng development funds, and periodic joint marke9ng events and efforts. For us, it's about working with vendors to meet our customer’s unique needs and build rela9onships for the long term.”
Barbara Olson, VP Best Buy
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Change vs. Improvement?
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Top 10 Trends 1. Three‐way arms race: marketers, retailers, shoppers
2. Shop+mizing: money & +me 3. Metering: visibility into and ac+ve mgmt of spending
4. Palm power: tech‐enabled shoppers 5. More compe++on: brands, imports, formats, services,
private label
6. Transparency: price = value (Progressive) 7. Ethonomics: people know how ‘good’ you are
8. Zappos‐iza+on: service = product 9. The new ‘search’ is ‘find’: savvy marketers know where I am 10. Rising expecta+ons: authen+city, availability, transparency
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From This….
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To This….
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To This….
To ???…. 44
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To This….
